The classic Tortoise and the Hare story has been given a prequel and it’s all about the importance of a good night’s sleep. The new addition to the story was created by Mother London and it’s a shameless (but immensely agreeable) plug for Ikea bedding.

In this new story, the hare is a lad. He goes out with his mates, then hangs out at home watching videos until he falls asleep on the couch. The tortoise sleeps peacefully and wakes rested. The rest of the story you already know.

The 90-second commercial is directed by Pulse’s Sam Pilling and set to British hip-hop music artist, Roots Minuva’s, Witness (1 Hope). It will be supported by digital executions (from September 14) and OOH (from September 21).

“2020 has been a strange year and, as we’ve all slowly adapted to the new normal, a lot of people have found that their sleep has been affected,” stated Kemi Anthony, marketing communication manager at Ikea UK and Ireland.

“Stress and anxiety can have a really damaging effect on sleep, which in turn impacts our waking life, too. A good night’s sleep sets us up for a great next day, and the new integrated campaign aims to help people find ways to prioritise sleep.”

https://youtu.be/RQSgf3_5KBk